The largest AI platform for education, Embibe that is backed by Reliance Industries Limited (RIL)
has picked up Happy Mcgarrybowen, the creative agency owned by Dentsu Aegis Network, for its digital and design duties. The account will be handled out of the agency’s Bengaluru office. The brand should be closing deals in terms of its creative duties too and is likely to pump in at least Rs 100 crore on the first phase of advertising to take on established players in the edtech sector.
“Education was one of the missing pieces for Reliance Jio which has made the company venture into the edtech sector. To reinvent the sector, the company will now invest increasingly towards its marketing,” said a source.
Last year, RIL announced its plans to invest $180 million into the Bengaluru-based company over the next three years, which includes the consideration to be paid for acquiring the majority stake from existing investors. This is one of the biggest transactions in the Indian education and deep technology space and is the second major transaction undertaken by RIL in April, after the diversified conglomerate announced that it was merging its music streaming unit with Saavn India, creating a new entity deemed to be worth $1 billion.
Happy Mcgarrybowen, founded in 2002, has grown to become one of the most successful agency start-ups ever. The agency is now a global, full-service, integrated marketing communications agency network with 12 offices around the globe. It has won many awards including Agency of the Year honors three times with Ad Age, was Ad Age’s 2017 Comeback Agency of the Year, and a 2018 Agency to Watch. The Ad Federation named Mcgarrybowen its 2018 Agency of the Year Famous for Big Organizing Ideas and results-driven creative campaigns. Mcgarrybowen counts some of the world’s most iconic companies as its clients, including American Express, Intel, Disney, United Airlines, Subway, The Clorox Company, The Kraft Heinz Company, Mondelēz International, Marriott, Chevron, Northrop Grumman, Hallmark, and Crayola.